In 2022, we had the privilege of working with Elizabethtown Independent Schools (EIS) as they set out to redefine their strategic direction under the leadership of Superintendent Kelli Bush. With Dr. James Neihof from the Green River Regional Educational Cooperative (GRREC) leading the strategic planning process, we stepped in to bring fresh energy and creativity to the communication and branding efforts.
This case study highlights how our innovative approach to messaging and design helped revitalize EIS’s strategic planning journey, uniting their community around a shared vision for the future.
Enhancing Strategic Planning with Alchemy's Communication Expertise
Revitalizing Etown Independent: A Dual Approach to Branding and Strategic Planning
About us
When we began working with Elizabethtown Independent Schools (EIS), a district celebrated for its academic excellence and community engagement, it was clear that their branding and marketing efforts needed a modern refresh. Under Superintendent Kelli Bush's leadership, we saw an opportunity to help the district address outdated communication strategies, which had become a challenge, especially following the enactment of Senate Bill 128. This legislation allowed students to attend schools outside of their designated districts, increasing competition for enrollment and directly impacting funding for public schools across Kentucky. To attract and retain students, Bush prioritized a cohesive branding initiative that would align with EIS’s goals and values, ensuring the district could stand out in an increasingly competitive educational landscape.

As the branding effort gained traction, Assistant Superintendent Chase Goff was brought on board and tasked with leading the strategic planning process to further align the district’s evolving goals. Collaborating with Goff and Dr. James Neihof of the Green River Regional Educational Cooperative (GRREC), we ensured the strategic planning initiative complemented the ongoing branding work. At Alchemy Collab, we took the lead on managing the creative and communication components, making sure the refreshed brand and strategic vision were not only visually compelling but also effectively communicated and embraced by all stakeholders.
Unity
Elizabethtown Independent Schools serves a diverse student population, aiming to provide high-quality education and foster personal growth. Etown sought to unify the diverse perspectives of students, teachers, parents, and community leaders under a shared vision.
Communication
Our team was brought on board to ensure the strategic plan was effectively communicated. Using our expertise in creative communication, we translated the strategic goals into clear, engaging messages that resonated with the entire community.
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Collaboration
To achieve this, EIS partnered with Dr. James Neihof from Green River Regional Educational Cooperative (GRREC) to lead a comprehensive strategic planning process. This collaboration aimed to align the district's goals with the needs of its stakeholders.
The Challenges
The strategic planning and branding process faced significant challenges in aligning diverse stakeholder perspectives, ranging from students and teachers to parents and community leaders, under a single cohesive vision. Additionally, modernizing outdated communication strategies to effectively convey complex goals and ensure widespread buy-in required innovative solutions and continuous engagement from all parties involved.
Aligning Diverse Stakeholder Perspectives
Etown Independent needed a way to bring together the varied expectations of students, teachers, parents, and community leaders under a unified strategic vision.
Modernizing Outdated Communication Strategies
The district recognized that its communication methods had fallen behind the times and needed a refresh to effectively reach and engage all stakeholders.
Increasing Student Enrollment Amidst Competition
With changes in legislation allowing students to attend schools outside their district, EIS needed to enhance its branding and communication efforts to attract and retain students.
Ensuring Stakeholder Buy-In for Strategic Planning
Without a strong communication strategy, there was a risk that the strategic plan would not be fully supported by the community, hindering its implementation and success.
Translating Complex Goals into Clear Messages
The challenge of converting strategic objectives into easily understandable and engaging communications that resonate with a diverse audience was critical for achieving buy-in and support.
Transforming Vision into Impact: The Power of Strategic Communication
Why Alchemy Collab?
We bring a deep understanding of the unique communication challenges faced by educational institutions. Our experience working with schools enables us to craft messages that resonate with students, parents, educators, and community members, ensuring everyone feels included and informed throughout the strategic planning process.
Expertise in Educational Communication
Creative and Engaging Design
We specialize in creating visually compelling materials that capture attention and communicate complex ideas simply and effectively. Our approach combines creative design with clear messaging, making it easier for stakeholders to grasp the strategic goals and support the district's vision.
Commitment to Collaboration and Feedback
We value collaboration and continuous improvement. By working closely with school leaders and stakeholders, we hold regular feedback sessions to refine our communication strategies. This approach ensures the strategic plan is not only effectively communicated but also adaptable to the needs and concerns of the school community.
At Alchemy Collab, we focus on delivering impactful communication that drives real change. Our work with Elizabethtown Independent Schools (EIS) highlights how strategic projects can transform branding, enhance digital presence, and engage the entire community. Here are some of the key projects we completed and the results that showcase our commitment to excellence.
01
Branding Refresh
We started with a complete refresh of EIS’s branding, establishing a cohesive visual identity that resonated with the district’s values and goals.
brand development
deliverables: brand guide + creative asset variations
02
Creative Assets and Systems for Consistency
We developed creative assets and communication systems to ensure the new brand was accessible and consistently represented across all platforms.
the foundation
deliverables: the design lab, staff headshots, email signatures, canva for educator set-up and implementation
03
Photography Integration & Social Media Strategy
We integrated professional photography into EIS communications to elevate the quality and visual appeal of the district's messaging. This was complemented by a targeted social media campaign to boost engagement and raise awareness of the rebranding and strategic initiatives.
alchemy access hours
deliverables: system for curating high quality photography that was easily accessible for all district staff to utilize, social media campaign, social media graphics
04
Strategic Plan Asset Creation + Magazine Launch
We created values and priority logos that aligned with the refreshed brand while honoring the legacy of EIS. These assets were featured in a visually compelling magazine that officially launched the district’s strategic plan, effectively communicating the goals to the broader community.
alchemy access hours
deliverables: value icons, graphic design for strategic plan, strategic plan magazine layout and publication
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05
Website Launch + Video Series
Designed and launched a modern, user-friendly website to serve as the central hub for district communication. To support the launch of the strategic plan, we partnered with EIS to produce a video series that highlighted the key goals and initiatives, further engaging the community and stakeholders.
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